Netiva Software is a Campbell, California-based intranet applications company and a member of the Kleiner Perkins Caufield and Byers Java Fund. The company was founded in December 1996 and had a very limited window of opportunity to introduce their product to the marketplace. Netiva hired Barrett Marketing in February 1997 to act as the company's virtual marketing department to help create the product category and launch their initial offering to the market. Barrett Marketing helped Netiva Software:

• Create a highly targeted advertising campaign to build awareness for the company and its product;

• Create and implement an on-line marketing program to generate leads for the inside telesales team;

• Review, select and implement a year-long tradeshow program which included securing space at eight appropriate shows, building a 20x20 booth property, creating a program budget, creating collateral that was distributed at the booth and creating a process for post-show lead qualification and fulfillment;

• Implement a public relations program in the US and Europe.

To execute these programs, Barrett Marketing assisted in the review and selection of a group of vendors who specialized in each of the aforementioned disciplines. As Netiva generated sales and was able to hire more staff, Barrett Marketing helped Netiva transition from a company that was reliant on a "virtual marketing department" to a company with an in-house team. This transition included hands-on training and extensive briefings to ensure that the in-house staff was up-to-speed on the specifics of each marketing program.

More Success Stories